2017 CAMPAIGN STRATEGY Laura Castro 18311020 Thom Norris-Smith 17246125 Sofia Fuller-Smith 17792279 WESTERN SYDNEY UNIVERSITY | SCHOOL OF: Humanities and Communication Arts GROUP ASSIGNMENT COVER SHEET STUDENT DETAILS Student ID Student name: Laura Castro number: 18311020 Student ID Student name: Thom Norris-Smith number: 17246125 Student ID Student name: Sofia Fuller-Smith number: 17792279 UNIT AND TUTORIAL DETAILS Unit name: Communication Campaigns Unit number: 102055 Tutorial/Lecture: Class day and time: Tuesday 9am Lecturer or Tutor name: John Greig ASSIGNMENT DETAILS Title: Campaign Strategy Length: 27 pages Due date: 06/10/17 Date submitted: 06/10/17 Home campus (where you are enrolled): Parramatta South Campus DECLARATION I hold a copy of this assignment if the original is lost or damaged. I hereby certify that no part of this assignment or product has been copied from any other student’s work or from any other source except where due acknowledgement is made in the assignment. I hereby certify that no part of this assignment or product has been submitted by me in another (previous or current) assessment, except where appropriately referenced, and with prior permission from the Lecturer / Tutor / Unit Coordinator for this unit. No part of the assignment/product has been written/produced for me by any other person except where collaboration has been authorised by the Lecturer / Tutor /Unit Coordinator concerned. I am aware that this work will be reproduced and submitted to plagiarism detection software programs for the purpose of detecting possible plagiarism (which may retain a copy on its database for future plagiarism checking). Student’s signature: L.Castro Student’s signature: T.Norris-Smith Student’s signature: S. Fuller-Smith Campaign Strategy: Qantas Brief 1 Contents CREATIVE BRIEF .............................................................................................................................. 3 RESEARCH .......................................................................................................................................... 4 How Can a Brand Be Perceived as More Progressive and Innovative? .................. 4 People Love Technology ........................................................................................................... 4 Target Market Research ........................................................................................................... 5 Sample Survey .............................................................................................................................. 6 COMPETITOR ANALYSIS ............................................................................................................... 7 Qatar Airways ............................................................................................................................... 7 Singapore Airlines Limited ...................................................................................................... 8 Emirates .......................................................................................................................................... 9 Virgin Australia Limited ........................................................................................................... 9 SWOT ANALYSIS ........................................................................................................................... 10 ADVERTISING OBJECTIVE ......................................................................................................... 11 STRATEGY........................................................................................................................................ 11 SMP ..................................................................................................................................................... 11 TACTICAL EXECUTIONS ............................................................................................................. 12 Partnerships (Microsoft HoloLens/Mixed Reality Initiatives) ............................... 12 Media Outreach ......................................................................................................................... 13 Ooh! Panels ................................................................................................................................. 14 Television Advertisement ..................................................................................................... 15 Art Innovation ........................................................................................................................... 15 Endorsement (Brand Influencers) .................................................................................... 16 BUDGET ............................................................................................................................................ 17 Online Advertising ................................................................................................................... 17 Television .................................................................................................................................... 17 Owned Media ............................................................................................................................. 18 Outdoor Media .......................................................................................................................... 18 Final Budget ............................................................................................................................... 20 Cost Breakdown ................................................................................................................... 21 Expenditure Chart ............................................................................................................... 21 EVALUATION .................................................................................................................................. 22 APPENDIX ........................................................................................................................................ 23 Appendix 1- Microsoft HoloLens ........................................................................................ 23 REFERENCES .................................................................................................................................. 24 Campaign Strategy: Qantas Brief 2 CREATIVE BRIEF What is the problem we are trying to solve? The Qantas brand personality is traditionally challenging to impact, and is not seen as innovative and progressive (and therefore old-fashioned). Who are you talking to? All Australian medium to high income earners aged between 21-65 that are interested in air travel. What do you want to say to them (SMP)? Qantas are pioneers in airline innovation and progressiveness, matching the best in the world. | We pioneer Australian spirit with technology of the future. What media will you use? Outdoor Media, Owned Media, Television and Online. Why do you want to say this now? Boeing 787-9 Dreamliner joins the Qantas International Fleet from 2017. How will we know if the ad has been successful? An electronic survey will be sent out in order to see if people's perceptions of the airline have changed and sales would have increased by 10% on long haul flights. Campaign Strategy: Qantas Brief 3 RESEARCH The international airlines contend in an incredibly complex and competitive market. Some companies hold significant advantages over others, but all in all, the market is a delicate environment where each company holds their own unique place. Qantas boasts a massive 28% passenger share for Australians, and operates with a specific angle toward corporates, upper-middle and middle-class markets. This allows Qantas to ensure that their targeted messages are delivered in a clear and concise fashion, and that less advertising dollars are spent in the wrong places. How Can a Brand Be Perceived as More Progressive and Innovative? For the company to make a move toward being more progressive, it is worth investigating which approaches have a positive effect on brand image. Fritchley (2015) argues that in reality it boils down to ‘employees, culture, processes, efficiencies, best practices’. This approach distances itself from visual cues such as branding, and aligns closer to the actual experience that people have with the product or brand in question. In the case of Qantas, there is strong opportunity for an increased level of perceived innovation due to the state of the art aircraft that is being offered in the form of the Dreamliner, for example; the fact that it will be the first direct flight in history between mainland Europe and Australia. Qantas was slow in rolling out internet access in comparison to the major overseas airliner operators (Roy Morgan, 2017). This meant that Qantas’ reputation struggled in comparison to other carriers, as having WiFi on board was regarded as innovative and increasingly necessary for full-service airline travellers. People Love Technology Technology and innovation go hand in hand, and it is imperative that brands embrace new technology quickly to ensure that they are not left behind, or regarded as old- fashioned. For example, when Qantas were slow to adopt Wi-Fi, other carriers capitalised and Qantas’ reputation was damaged. This highlights the importance of the continual evolution of a brand or service tech offering. It is now an expectation for a Campaign Strategy: Qantas